Insurance business launches AI-driven protection distribution on ChatGPT and Claude

Artificial intelligence (AI) native insurance business Subcontext has launched a new capability enabling insurers and brokers to distribute protection products directly through platforms including ChatGPT and Claude.

Subcontext said insurers and distributors using its platform can allow customers to discuss protection needs with AI assistants, receive indicative pricing, check eligibility, understand exclusions and arrange follow-up contact without leaving the conversation.

The firm has also integrated with Iress’ The Exchange platform, allowing whole-of-market protection distributors to access insurer panels through the technology.

According to Subcontext, the proposition has been designed to support customers who prefer digital interactions over traditional telephone-based sales processes.

Alain Desmier, co-founder of Subcontext, said: “Consumers who do not want to buy protection over the phone are underserved by today’s protection market because traditional distribution cannot profitably deliver a quick, easy purchase.

”Conversational AI changes that because it opens new ways to distribute protection on the communication channels consumers prefer to use.” 

Mike Laming, also a co-founder, as well as chief technology officer, added: “We’ve built the agentic insurance stack that sits on top of large language model (LLM) infrastructure to define and distribute protection products on ChatGPT and Claude with governance built in. The journey appears within an insurance business’s own brand and also through messaging channels like WhatsApp.”

FCA review

The launch comes after the FCA’s review of AI in retail financial services in July 2026, which identified AI as a potential tool for helping more consumers access protection products.

Several security recommendations about using the technology were also made, including securing and adapting the regulatory perimeter, strengthening system-wide coordination and oversight, monitoring the transition to autonomous models and adapting regulatory frameworks.

Desmier added: “The FCA has been clear that the protection gap starts with adults who never consider protection at all.

”Those adults are already asking AI assistants about mortgages, children and money. There are 31 million adults without pure protection in the UK and we are building the technology that lets our clients serve them in that AI conversation.”